"Direct Response was my first love"

I started out in direct response.

Mostly because I had tiny budgets and needed to show results immediately. So I read everything I could find about direct - Drayton Bird, David Ogilvy, Graeme McCorkell, Denny Hatch, Bob Stone, John Caples, Claude Hopkins...

I admit that there was a stage where I was only interested in direct and had little patience for anything else. Since then I've grown an appreciation and a respect for 'general advertising' as David Ogilvy calls it.

However, I agree completely with him when he says that everybody involved in advertising should be skilled in the basics of direct response.

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